I Love Your Gucci Glasses, You Have Taste Vs. I Love Your Joe Glasses, You Are Smart: the Role of Self Construal and Brand Status in Compliment Appreciation

Fang Wan, University of Manitoba, Canada
Hesham Fazel, University of Manitoba, Canada
Pingping Qiu, Monash University, Australia
Compliments are conducive to social interactions and communications. However, cross-cultural research on compliment giving and acceptance has mostly been anecdotally studied by social linguists. In this work, we use self consturals as a proxy to study cultural difference in compliment acceptance, its psychological underpinnings (Study 1) and to examine its implications in brand usage contexts (Study 2 and 3).
[ to cite ]:
Fang Wan, Hesham Fazel, and Pingping Qiu (2011) ,"I Love Your Gucci Glasses, You Have Taste Vs. I Love Your Joe Glasses, You Are Smart: the Role of Self Construal and Brand Status in Compliment Appreciation ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 873-876.